M4 About the Brand

1.Who Speaks to Their Customers? 

Brand popularity comes and goes. A customer’s favorite fashion brand or item today may no longer be so in the next season. What makes customers drawn to certain brands, but not to others? What makes customers change their mind?

Share a brand that you believe is currently using its voice and positioning to speak to its customers well. Think about its marketing tools, such as products, price, branding, store design, marketing promotion, location, and distribution. Give specific examples of what the brand is doing today that is aligned with its customers and explain how.

2. Assignments About the Brand 

Instructions

In the previous module, you selected a fashion brand to audit for your Final Project. For this assignment, you will begin researching the brand.

Explore the brand’s website. Many websites have an “About Us” section, where they post information about the brand. You will find most of the information needed for this assignment on the “About Us” page.

Create a visual presentation, using a visual presentation software, including the following information.

about the brand: What type of business is it? For example, is it a tailored menswear brand, or an athleisure retailer? Do they sell through their own branded stores, or do they sell within department stores? Include the brand logo and a visual showing a typical product.

brand mission statement: Remember to use quotation marks if you copy directly from the brand’s website.

unique selling proposition: What is the brand known for? Are they known for the design or quality of their products? Was the brand started by a celebrity? Are the products sustainable in some way? Add images to communicate the USP.

• product categories and price range: Does the brand offer women’s, men’s, children’s, apparel, accessories, or combination of these? What is the price range of the products? Include a minimum of four images of the typical current products offered.